According to the J.D. Power 2025 U.S. Direct Banking Satisfaction Study, overall customer satisfaction with direct bank checking accounts is 692 (on a 1,000-point scale), which is 24 points higher than the average regional bank and 35 points higher than national banks. Savings account satisfaction is even higher (705), which is 89 points higher than regional banks and 98 points higher than national banks. Charles Schwab Bank ranks highest in overall satisfaction among checking providers with a score of 740, marking the seventh consecutive year of being top ranked in the study. American Express (711) ranks second and Ally (694) ranks third. Charles Schwab Bank ranks highest in overall satisfaction among savings providers with a score of 748. American Express (737) ranks second and Marcus by Goldman Sachs (735) ranks third. Following are some key findings of the 2025 study:
- Checking satisfaction increases while savings satisfaction declines: The overall customer satisfaction score for direct bank checking accounts is 692, up 4 points from 2024. Overall satisfaction for direct bank savings accounts is 705, down 5 points from 2024. Both scores are still far higher than the average overall satisfaction scores for midsize banks, regional banks, national banks and neobanks.
- Support during challenging times drives satisfaction scores: The key performance indicator of “bank completely supports me during challenging times,” is responsible for a 73-point rise in checking account satisfaction and an 84-point rise in savings account satisfaction when banks hit the mark. When direct banks achieve these gains, customers reward the banks with higher utilization of direct deposit, higher investment account and credit card ownership, and a lower likelihood of moving deposits to another financial institution.
- Bank support resonating with younger customers: Members of Gen Z1 and Gen Y have the highest year-over-year increase in perceived level of direct bank support. Boomers believe their overall level of direct bank support has declined year over year.